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EXECUTIVE SUMMARY.

DRIP. Is an up and coming street wear and vintage reseller founded and based in Newcastle upon Tyne They have a growing social presence, a website and first brick and mortar store on High Bridge Street. Their ambition is to expand into more shops in different cities in the UK and offer a curated & sustainable option for shopping second-hand streetwear.

EXECUTIVE SUMMARY.

Cult!e. “Drip Culture” is a PR & marketing campaign for Drip streetwear.

The campaign is aimed at their core student consumer and will bring the brand’s eclectic culture to life through the following touch points; A narrative short film captivating the audience through the brand story. A collaborative shop party event that celebrates local up and coming DJs, whilst offering access to exclusive product. A brand book that offers a tangible extension of the brand for consumers to keep. “Drip Culture” is due to be launched on social media in August 2022 with the Drip Culture shop party on the 29th of September 2022. This campaign is set to disrupt the vintage market with a diverse culture that blends urban street wear, music and sustainability to inspire the next generation. One DRIP. at a time.

EXECUTIVE SUMMARY.

RESEARCH & ANALYSIS

“There are already enough clothes in existence on our planet to dress the next...

Six gen"aiоs.” - Patrick Grant GBSB

EXTERNAL RESEARCH & ANALYSIS.

A PESTLE analysis is a framework that allows you to assess the current status of the industry and the external macro factors that could have an impact on the business now and in the future.

Political Political factors include: Parliament commitments to lower emissions and carbon footprint. Laws towards transparency around supply chains. COP26 worldwide efforts to do something about the climate crisis - affects public perception of climate change.

Economic

Social

Macro Economic challenges such as:

Macro social value shifts include:

Technological advances such as:

The impacts of supply chain issues. (BOF)

Rise in financial anxiety (WGSN) - will impact consumer spending. Potentially less of an issue among students that are currently studying.

New technological advances in sustainable fabrics and manufacturing.

The Ukraine war and inflation may not have taken full effect and are yet to show their true impact. (BOF) A delay seeing how the pandemic has financially impacted people, businesses and the government. (BOF)

Increase in student loan rates.

Technological

Loneliness syndrome (WGSN) students/young people have had two years of disruptions to their social calendar, for many this now takes priority.

Advances in electrical vehicles could put pressure on cost and time for postage and supply chains. Social media is always advancing and changing - making it difficult to analyse algorithms.

Quest for truth (WGSN ) - now more than ever there is a need for openness and honesty.

Legal

Environmental

It is illegal to sell counterfeit products. When selling second hand designer goods the verification process must be thorough.

Shifting weather patterns due to an environmental crisis can affect consumers habits and make it difficult to predict the necessary stock.

INTERNAL RESEARCH & ANALYSIS.

Product Drip sells a curated selection of second hand urban streetwear. Ideal for the customer and great selection on brands.

INTERNAL RESEARCH & ANALYSIS.

Price The prices of products range starting at around £40 upwards.

People The brand is targeted towards 18-25 year olds in the UK.

Promotion Drip use social media, mainly Instagram, to promote their physical and online store.

Place Online - www.dripclo.com Physical store - in Newcastle.

(Figure 4)

(Figure 2)

The marketing mix maps out the current state of the business offering to customers. This exercise makes it clear which elements could be improved. (The green markers show where improvement is needed.) The Drip culture campaign will focus on differentiating the promotion of Drip into new channels where customers spend their time whilst also offering a more targeted approach to a consumer segment.

EXTERNAL RESEARCH & ANALYSIS.

M%ke t Pos&iо.

EXTERNAL RESEARCH & ANALYSIS.

Taymour Founder, Collina Strada, believes, “Brands need to create more exciting experiences for audiences, al-ways re-invent and be in spaces where your audience are.” - Dazed media

Qu'&y This campaign defines the brand culture both on and offline in order to differentiate itself from the competition. It gives consumers something bigger to want to be part of rather than just another place to shop on the highstreet.

There are multiple direct competitors for vintage clothing in Newcastle. As well as a growing market on e-commerce, especially with apps like Depop and Vinted being leaders in the vintage resale market.

Price

INSIGHTS

“The fashion industry has an enormous waste problem, producing 10% of the world’s carbon emissions – more than all international flights and maritime shipping combined and 85% of all textiles go to landfill each year” (World Economic Forum, 2020)

(Figure 10)

(Figure 9)

Consumers are constantly aware of the climate crisis but with the whole industry making noise around sustainability it has been hard to figure out what is sincere. Drip already have an advantage as a second-hand/resale business model is already more sustainable than selling new products. As the climate crisis is becoming more prevalent in everyone’s day to day life it is important this campaign communicates how they approach sustainability as a business in a transparent way.

INSIGHTS

Whilst a growth in the market is a positive, the growth in spend and an expanding consumer pool means more businesses will seek to capitalise on this market.

The Bain & Company report has established second hand luxury goods as one of the fastest growing second hand markets and is an emerging key trend. High street brands are now offering resale options and apps like Vinted and Depop are still growing. The Drip culture campaign intends to set Drip aside from the main stream with a unique shopping experience including exclusive items and intimate social events.

(Figure 14,15)

GOALS & OBJECTIVES.

Drip P!pose.

generation through fashion,

These are the outlined business

music and sustainable choices.

and PR objectives for the Drip ‘culture’ campaign...

DRIP. Streetwear is disrupting the vintage market with an eclectic culture that intends to inspire and connect a

One DRIP at a time.

CAMPAIGN ANALYSIS.

Objective. The Hero, Hub and hygiene model offers a strategic way of categorizing your content to ensure its created in a way that suits its purpose.

Capture consumers attention and spread brand authority and awareness.

Boost brand integrity through open conversation channels.

“Hero-hub-hygiene is a winning content strategy in 2018 because it brings the clarity needed to turn theory into tangible actions” - Destination think.

Add depth to the brand through exclusivity of the event. Make the brand desirable to be a part of.

Content.

H"o

Hub

Hygiene

DRIP CULTURE VIDEO. The video intends to set the Drip streetwear stall out. Its goals are to capture the audience and position Drip streetwear as an authority in the Newcastle resale market.

THE DRIP CULTURE DISCORD GROUP. The group chat social media platform opens up the conversation between Drip and their customers. It offers a place to ask and answer questions directly.

THE ‘CULTURE’ EVENT. This event is an underground collaboration with local DJ collective Shy Bairns. The party is based within the Newcastle store and attendees get exclusive access to new products and never before heard sets from Shy Bairns DJs.

CAMPAIGN ANALYSIS. It is important to ensure campaigns consider these four pillars of digital marketing in order to be successful.

COMMUNITY. The Drip Culture campaign uses discord to facilitate a close knit community of Drip ‘super fans’. This allows them direct access to the latest products and events.

COLLABORATION. The campaign collaborates with up and coming DJs in Newcastle.

CAMPAIGN ANALYSIS.

CONTENT. The pillar asset for the campaign is a film shoot. This has then been turned into a video, social posts, poster and brand book.

CULTURE. The campaign taps into student event culture in Newcastle. Focusing on a smaller group of consumers should allow the brand to generate a close knit and more loyal consumer base.

CAMPAIGN TACTICS.

To engage with consumers on a personal and community-focussed level ‘Drip Culture’ intends to explore dark social. Dark social, according to Steven Bartlett, is group messaging or anything that isn’t released direct to the public for example a closed Facebook group.

CAMPAIGN TACTICS.

Discord is predominantly used by a Gen Z, young adult audience, and offers the opportunity to engage with people about different topics using different conversation threads. The use of Discord elevates the brand sense of community and personality whilst also improving the brands transparency which leads to improved consumer trust as the customer feels they have access to the brand.

Enter Discord...

“Create an inviteonly place where you belong” - Discord.com

The Shy Bairns X Drip shop party will be announced on the Drip Culture Discord group only. The exclusivity of using the Discord group to promote the Drip event means that the scarcity will heighten interest and demand.

CAMPAIGN TACTICS.

In the name of sustainability, it was important to create something the Drip consumer wanted to keep. The A5 booklet folds out into an A3 poster with space for attendees to add their on images from the drip event. This booklet is printed on 100% recycled paper from FSC certified mills; it is made per event to prevent waste and delivered using carbon neutral delivery.

Drip Culture is all about leaving a lasting impression and culture that consumers want to be part of. The Culture Look Book is to be offered to attendees of the Drip Culture event as memento. The main aim of this element of the campaign is to aid consumer RETENTION by offering the them something to remember Drip by.

IMPACT.

The Impact.

IMPACT.

For each previously mentioned SMART target there are a few different metrics to track in order to capture the overall impact of the Drip Culture campaign. See a 100% uplift in the Drip brand name being mentioned within the target consumer group. Measurement: Track use of event filter on social media channels. Track tagged stories and posts on Instagram. Track post interactions using Instagram insights with a focus on comments and saves. Continue to offer a viable alternative to shopping new items. Measurement: Track physical and online footfall for transactional touch points. (Store & website) Track the business carbon footprint and evaluating business functions to limit impact on the environment. See a 100% increase in consumer engagement across the brands touch points. Measurement: Count attendees to the Drip Culture event. See a consistent and gradual rise in group members on Discord. Measure the increase in engagement on instagram with a focus on likes, impressions and follows.

IMPACT.

TIMELINE.

Timeline. This is the timeline for the Drip Culture campaign to ensure a successful launch and execution.

TIMELINE.

April - May 2022

August 2022

CREATION PHASE. AWARENESS PHASE. Key action: Build Key action: Release Drip campaign assets. Drip film August 30th photo shoot & put forward collaboration idea to Shy Bairns.

TIMELINE.

August 2022

September 2022

INTEREST PHASE. Key action: Launch the Discord access all area group and start interaction within the Discord group.

DESIRE PHASE. Key action: Use PR parcels to invite ‘special guests’ to the Discord group and launch event into the group.

RETENTION PHASE. Key action: First Drip Culture shop party with shy bairns 29th. Brand Book release.

With the target audience being largely student-based, it was important for the campaign to run around term times. Throughout the August - September months students are greatly anticipating the return to their student lives.